Index Note to the Reader: Throughout this index mobile devices, 211–212 boldfaced page numbers indicate primary discus- monetizing applications, 210–211 sions of a topic. Italicized page numbers indicate opportunities, 128–129 illustrations. options, 55 overadvertising, 109 performance, 146–148, 147 pricing, 136–137, 136 A recalibrating, 150–151 reviewing, 155–156 A/B testing stakeholder education, 149 campaigns, 142–143 startup businesses, 251 landing pages, 232–233 to-do lists, 57–58, 57 multichannel marketing, 171 variations, 146 abandonment rate, 215 Advertising links, 133 279 Abilene Christian University, 250 AdWords, 6–7, 6, 178–180 ■ Academic and Student Affairs Department, affiliate fees, 210 INDEX 222–223 aggregate data, 181 account setup, 40–42, 41 Air Force Academy, 243 adCenter, 179–180 All Fans Over Time metric, 132 Add To Page link, 198 AllFacebook site, 70 Adly Inc., 180 Allow Us To Access Your Profile link, 195 Admin fan pages, 103 AltaVista search engine, 5 Adonomics.com site, 186 AMC cable channel, 121–125 Ads and Pages application America Online (AOL), 3–4 ad summary, 133, 133 analytics, 213 campaigns, 103, 149 engagement, 226–229, 226–227 copying ads, 146 landing pages, 229–230 title, 143 overview, 230–231 advertising testing, 232–233 analyzing and revising, 59–60 metrics and monitoring, 214–221, 214, banner, 4–6, 4 218–219, 221 campaigns. See campaigns return on investment content procurement, 58–59 Mayo Medical School, 222–224 content updates, 59 perspective on, 224–226 copy basics, 143–146 analyzing advertising, 59–60 creating, 133–136, 134–136 AOL (America Online), 3–4 dashboard reviews and improvement, 151–152 Apogee Search Marketing blog, 231 data for, 137 AppData.com, 189 analyzing, 138–139 application programming interface (API) dashboard, 139–140, 139, 142, 216 Facebook, 186 evaluating, 138 Open Graph, 270–272 moving averages, 140–141, 140–141, Twitter, 28 152–155, 152–155 applications, 185 reporting reviews, 130–133, 131 best practices, 202 testing, 142–143 building, 201–202 editorial policy, 111 change and risk management, 208–209 Engagement Ads, 55–57 communication and project tracking, 208 local businesses, 253 current, 189 metrics, 59, 129–130 debugging, 209–210 569641bindex.indd 279 3/23/10 9:03:42 PM deliverables, 207 basic information discovery, 191–193, 191–192 account setup, 40–42, 41 fan pages, 161–163, 198–201, 199–201 profiles, 75 gifts, 197 Bebo.com site, 28, 30, 32 history, 186–188 Bentley University, 250 installation process, 193–195, 193–195 best practices metrics, 130 advertising, 144 monetizing, 210–211 applications, 202 programmers, 204–205 researching, 69–70 project management, 206 bias, 17 project planning, 208 bid statistics, 147–148 providers, 260 Birthday Wish, 246–247 quiz, 196–197 bit.ly service, 259 scope and goals, 206–207 Blogger fan boxes, 169 social games, 196 blogs speed, 202–203 networked, 162 tabs for, 53 platforms, 259 terms, 204 as resources, 258–259 third-party, 89–90 BlueFuego, Inc., 250 user experience, 203–204 books as resources, 258 280 viral hits, 197–198 bounce rate, 215 widgets, 197 Boxes tab, 105 ■ Applications tab, 103 NASA, 241, 242 Armed with Science podcast, 245 removal, 160 INDEX Assaraf, John, 161 Boyd, Danah, 11–12 Assetize site, 158 brainstorming, 178–179 at sign (@) replies, 172 brand extension applications, 198 AT&T banner ads, 4, 4 brand managers, 236 audience brand/product loyalty applications, 198 defining, 51 branded communities, 272 targeting, 29, 34 breadcrumbs, 52 audits Brightkite network, 32 content, 112–113 Bucher, Ric, 69 social web, 250 Buddy Media, 161, 163, 260 authentication in Facebook Connect, 165–166 budgets for advertising, 135 authority for special offers, 174 bugs, 209–210 Average CPC metric, 147–148 Building Block Web, 269 Average CPM metric, 147–148 Building Facebook Applications for Dummies, 202 Avery, James, 190, 197 bulk invites, 102 awe.sm service, 259 Burger King viral marketing, 34–35, 35, 58 business development, 36 business profiles, 83–85, 103 B business requirements gatherers, 236 business-to-business (B2B) campaigns, 254–255 B2B (business-to-business) campaigns, 254–255 buzz, defined, 62–63 background of consultants, 120 Buzz, Google, 173, 173 Backupify.com, 114 backups dashboard, 142, 216 services for, 114 C badges, 90, 163, 199–200, 200 caching, 203 banner ads Caldwell, Michele, 190 initial, 4–5, 4 calls to action, 144 search engines effect on, 5–6 campaigns, 58, 60. See also advertising baselines for advertising, 130 basic analysis, 149–150 brainstorming, 178–179 consumer, 79–83, 82 569641bindex.indd 280 3/23/10 9:03:42 PM cycle, 118, 118 consultants, 120, 238–239 dashboards, 180–182, 181–182 consulting businesses applications, 260 data analysis, 181–182, 182 consumer campaigns, 79–83, 82 ideas, 37–40, 39 consumer engagement, 20–21 profiles and friends, 79–83, 82 contact information in profiles, 76 report outcomes, 182–183 containers, application, 212 setting up, 58, 60 content spending, 181–182, 182 adding, 117 strategies, 179–180 advertising, 58–59 successful, 51–53 audits, 112–113 canvas page, 199 crowdsourcing, 112–113 Carrot Creative fan page, 161 editorial policy, 110–112 categories of fan pages, 104–105 erroneous, 114 Causes application, 187–188, 246–247, 247 experimenting with, 116–117 Causes Exchange, 246–247 product strategy for, 108–109 certification for fan pages, 104 publishing to wall, 113–114, 113 change management applications, 208–209 use/reuse, 109–110 Charms application, 190, 197 videos and photos, 115–116, 115 charts, 132, 152, 183 contests China, 38 3M, 56 Classmates.com site, 32 Raising Cane’s, 97, 97 281 startup, 8–9 controversial commentary, 85 ■ users, 8 Cook, Dane, 187 INDEX click-through advertising, 6–7, 6, 136–137 Cooney, Lauren, 265–267 click-through rate, 130, 147–148, 150 Copy An Exiting Ad option, 146 clicks in ad statistics, 147 copy basics, 143–146 closed groups, 100 corporate culture and norms, 74 Coca Cola fan page, 161 cost per click metric, 150 Cocktail Guide, 124 cost per mil (CPM) metric, 137, 148, 181 Colaw, Lee M., 249 cost savings in governmental organizations, 240 collateral, marketing, 170 country, social network users by, 38, 39 colleges, 248–250 coupons, 225, 253 Commagere, Blake, 187–188 coverage by competitors, 71 comments considerations, 95–96 CPM (cost per mil) metric, 137, 148, 181 commitment Create An Ad link, 133 competitors, 70 creative persons, 236–237 considerations, 74 creativity for fan pages, 99 communication crowdsourcing applications, 208 content, 112–113 editorial policy, 111–112 governmental organizations, 243 governmental organizations, 243 CTR (%) (click-through rate), 147–148, 150 outbound, 37 Cult of Me, 16, 254 qualified customers, 38 cultural issues, 110 companion website, 258 custom tabs, 160–161, 161 company information in account setup, 41 customer relationship management, 38 comparison data, 138 customer service, local businesses, 253 compelling pages, 52–53 customers Compete.com, 13, 26 determining, 48 competitive advantage, data for, 138 engagement applications, 260 competitors, assessing, 70–71 interaction complaints, 36 Facebook Connect for, 168 compliance function of governmental local businesses, 253 organizations, 243 list building, 38 CompuServe, 3–4 needs comScore data, 8–9, 30, 32 analyzing, 64–65 conditional formatting, 152 mapping to tactics, 49–50 configuration options, 52 569641bindex.indd 281 3/23/10 9:03:43 PM education D in profiles, 76 daily data collection, 139 stakeholders, 149 dancing baby, 34 educational organizations, 248–250 dashboards EFF (Electronics Frontier Foundation), 248 backing up, 142, 216 effective cost per click, 150 populating, 139–140, 139 Eight O’Clock Coffee, 124 reviewing and improving, 151–152 elections, 240 setting up, 180–182, 181–182 Electronics Frontier Foundation (EFF), 248 data for advertising and campaigns, 137 email services, 3 analyzing, 138–139, 181–182, 182 eMarketer collecting, 180–182, 181–182 MySpace revenue, 31 dashboard, 139–140, 139, 142, 216 time on social networks, 15 evaluating, 138 embarrassing content, 114 moving averages, 140–141, 140–141, emergency notifications, 249 152–155, 152–155 emotion as motivator, 33 reporting reviews, 130–133, 131 employees vs. vendors, 237–239 testing, 142–143 engagement deals by local businesses, 253 applications, 260 debugging applications, 209–210 consumer, 20–21 282 decision-making transparency by governmental measuring, 130, 226–229, 226–227 special offers, 174 ■ organizations, 243 Deep Focus agency, 122, 124 Engagement Ads, 55–57 defaults Engagement Rate metric, 130 INDEX fan page views, 161, 161 Enterprise 2.0 site, 70 landing pages, 52 entertainment applications, 198 Defense Department, 245 Epinions, 18 deliverables in applications, 207 Era of Social Commerce, 18 Dell Computers Engagement Ads, 55–56 erroneous content, 114 demographics considerations, 8–9, 29–30, escapism as motivator, 33 132, 227 ESPN, 69 Department of Defense, 245 events, 161 derivative statistics, 215 fan pages, 105, 161 Digital Millennium Copyright Act (DMCA), posting, 115 121–122 sharing, 88, 89 discovery applications, 191–193, 191–192 Events tab, 105 discussion boards, 161, 162 Evite, 88 Discussion Posts metric, 132–133 Excel spreadsheets, 138, 152, 216 Discussion tab, 132 Excite search engine, 5 diversity of opinion for advertising campaigns, 60 executive management, 217 DMCA (Digital Millennium Copyright Act), executive sponsors, 237 121–122 expectations in social marketing, 18–20 Dogpile search engine, 5 expertise of consultants, 120 Doritos, 158 experts,